The Guardian US has launched its first US advertising campaign, with striking graphic illustrations from Noma Bar.

Created with BBH New York, the VoiceYourView outdoor ad campaign uses Bar's illustrations to depict both sides of a core political debate in the US - individual freedom versus government regulation. The campaign focuses on four key debates, on internet privacy, gun control (poster above), women in the military and the use of condoms in the adult film industry. Each illustration shows one side of the issue in question when viewed one way, but the opposing side when flipped upside-down.

Bar admits that the project, and creating one image that enables the viewer to engage in two sides of a message, was an interesting artistic challenge.

"Working with negative space and double flip imagery is not uncommon to me. It's quite simple to achieve this with portraits and opposing themes such as good v bad, young v old," he adds.

"But when the image is required to work both for and against, back to front and upside down, things can get very challenging. Next stop, triple flip imagery!"

The campaign also integrates mobile and social elements that encourage viewers to take photos of particular sides of the issues they support, and upload them to Instagram and Twitter with the hashtag #VoiceYourView.